28 March 2013Reports emanating from America suggest that a new anti-wrinkle treatment has been developed by a drugs giant which could make a big impact in the market for Botox and other chemical fillers. Botox, a substance for which drug company Allergan holds the worldwide patent, currently enjoys an 85 per cent share of the market for such products. But now, rival Johnson & Johnson is approaching final-stage trials with a potential rival to the hugely popular substance, and a report in the Times of South Africa suggests it could reach the market by 2015. It said that the any rival to the "iconic brand" would need to be proven to "work faster, last longer, or be significantly cheaper than Botox to wrest market share from the original injectable wrinkle-fighter." Results of trials to date of Johnson & Johnson's rival are being kept a guarded secret, apart from president of the company's Mentor division, David Wilson, saying that he was pleased with the outcome.